InsideGoogle

Via DoubleClick, Google Is Now An SEO

Stephan Spencer points out that, thanks to its purchase of DoubleClick, Google now owns a Search Engine Optimization/Marketing firm. Performics, a division of DoubleClick, offers SEO, paid consulting, SEM, affiliate marketing and other programs that would probably be considered a conflict of interest as part of the world’s most popular search engine.

Stephan lists several possibile actions Google can take, including selling off Performics, cutting it loose, or keeping it, but demanding it be so “white hat” that it has trouble competing. I wonder if Google even considered Performics in the deal, or it’s such a small part of DoubleClick’s business that it was overlooked, and will have to be considered after the deal closes. All I know is, if I were working in the Performics office, I’d be pacing back and forth, worrying about my job security.

UPDATE: Danny Sullivan looked around in the acquisition FAQ PDF and found that Performics is addressed. It says:

Q. What will Google do with Performics?
A. Performics is part of DoubleClick, and we are acquiring it as part of the transaction. We have no plans to dispose of it at this time.

That’s a shocker. I’d be surprised that Google thinks it won’t be accused of conflicts of interest if Performics becomes a serious moneymaker, but then again, Google doesn’t care what anyone else thinks, does it?

Another perspective on the DoubleClick deal: an unidentified source told the TimesOnline that Microsoft matched Google’s $3.1 billion offer, but was snubbed, Frankly, I don’t believe it, since Microsfot claims it was way outbid, and Google bid so high I can’t imagine Microsoft being willing to go there. However, were the report true, it would severely hurt Microsoft’s claim that Google is being anticompetitive.

April 17th, 2007 Posted by Nathan Weinberg | Search Optimization, Search Marketing, Blogs, General | 7 comments